UK’s digital advertising market is most prone to criminal activity in EMEA region

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 18, 2019, 7:08 AM UTC

Globally United States tops the list with a fraud rate of 3.4%.

Ad fraud rates in the UK, which is the largest biggest advertising market in EMEA, reached 2.4% during the period May 2018-April 2019, according to DoubleVerify Global Insights Report for 2019. The number is 50% higher than in Germany and twice that of Italy. 

The article states that as brands have already deployed protection against desktop ad fraud, fraud on mobile platforms is becoming more widespread. The report says that brand safety issues affected only 0.8% of mobile ad placements in 2017 but has now jumped to 5.2%.

Ads, particularly video ads, when placed on the mobile apps, have higher chances of being viewed than ads placed on desktop mediums. The report says that brands need to be careful about their unsafe ad placings and fraud as the popularity of the medium grows.

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